9/11 Memorial & Museum
Creative Strategy and Copy: Samie Detzer
Design: Kate Starr, Joy Nelson
Agency: Blue State
Client: 9/11 Memorial & Museum
As Creative Director, strategist, and lead copywriter, I lead integrated fundraising and engagement campaigns across paid media, ticketing, email, and web — crafting narratives that honor the weight of history while building new audiences, deepening donor loyalty, and ensuring every touchpoint carries both emotional integrity and strategic purpose.
I developed this cross-generational paid media and ticketing campaign, This History Is Our History, for the 9/11 Memorial & Museum to bridge lived memory and recorded history.
For those who experienced 9/11 firsthand, it honored the personal. For younger audiences encountering it as history, it made that history feel urgent and theirs to carry forward.
Ahead of the 25th Anniversary of 9/11, I guided a full creative evolution across email and paid media fundraising — reframing remembrance for a generation increasingly distant from the events of that day.
This included a major redesign of the NeverForget.org fundraising pages, introducing new pathways for donors to actively fulfill the promise to never forget.
